Global drinks group Heineken has inked a deal with South-East Asia’s ‘superapp’ Grab to use its services around mobility, food, delivery and payment, getting it across the ‘last mile’ to its customers.
Grab said the deal is the first of this nature, in which a brand has signed a deal with the technology unicorn to use the full range of its services. The core focus of the deal is to drive both demand and sales for Heineken beer and cider brands across the South East Asia region.
The partnership will see the launch of a special Heineken store, which will allow people to buy the brands, use Grab Pay to purchase and get it delivered to their homes. Likewise, Heineken will use Grab’s marketing services and use its business services for internal employee usage.
Dolf van den Brink, president, Heineken APAC, said: “This initiative, which is very much aligned with our company’s digital transformation, opens a whole world of opportunities for us – from introducing innovative ways of launching new products to giving consumers new channels to buy our products.”
Grab has been looking to sign businesses up in this capacity since launching its ambition to become the defacto ‘super-app’ for Southeast Asia over a year ago. The company has since been through additional rounds of funding to help it realise this vision.
Grab’s chief executive officer Anthony Tan said: “This partnership is truly a differentiator in Southeast Asia, by uniting Heineken products with Grab’s multiple touchpoints onto one single platform. We believe this will empower merchants to unlock even more opportunities to outserve customers, allowing both Heineken and Grab to win the hearts and minds of even more customers in the region.”
The deal will launch in Singapore and Vietnam at the end of September, followed by the Philippines, Thailand, Myanmar and Cambodia.